∞ Steve Jobs narrates The Crazy Ones

  • Ole


  • Michel

    I wonder if he saw himself in that lineup (like we do).

    • Samuel Ford

      Probably not, though I’m sure he aspired to be.

      • Dirk van Bergen

        Obviously he does, since he kept referring to ‘we’

        • Anonymous

          The ‘we’ he refers to in the end is Apple.

          When he talks about the “crazy ones” he uses “they” as in “They’re not fond of rules.”

          • Exactly.. The people who work at Apple are hired for their talent, and know-how. That’s a given. But Steve Jobs wouldn’t let anyone into the inner circle that didn’t seriously believe that they were on a mission to bring, not just tech, not just great tech, but great affordable technology and design to the masses, without compromise. It’s a very very VERY hard thing to do, especially within the confines of a Public Company (eg. quarterly progress reports, pressure to maximize profitability). 

            We is definitely saying, “We at Apple believe”, he most certainly did not mean to imply that he and Einstein were somehow sympatico (thats for others to decide). Come on.

            Not only is the WE about people who WORK at Apple, it’s about people who buy Apple products. It’s aspirational in that sense. Someone who buys a beautiful MacBook Air knows very well that he could get something a little cheaper from Dell (Envy, etc) but it’s not quite a nice on the software/integration front, and the design isn’t quite as nice. While Apple says ‘no compromise’, Apple users (ideally) say ‘no compromise’ too. To the biggest of Apple Loyalists (I hate the word fanboy, because fanboyism is about senseless competition; Loving an idea or believing in a great idea isn’t senseless) Windows was the ultimate compromise— buying something a little clunkier to save a few bucks.

            Again, saying those things can be hurtful to Windows users, and I agree that Windows 7 is a wonderful OS, and Windows PC’s have come a long long way in design and style, but you have to understand, this sentiment is about the very beginnings of the Company, not Apple v Microsoft in 2011. This commercial aired in the late 90’s as Apple was coming back from the brink of bankruptcy– they had to assert why it was worth having Apple in this world, what Apple was bringing to the table, and how they were different. If you Think Different than most, maybe you’re a Mac user. That’s all. No harm meant by it. At the end of the day, when you see the outpouring of raw emotion and love for a man almost none of these people (including many of the journalists) have met, you get it: being a so-called-fanboy isn’t about hating Bill Gates or Steve Ballmer, it’s about love.

          • OrangeskyReality

             WRONG on so many points since you have no idea foe capitalism works. Mass production is the direct result of so-called capitalistic “greed.” Most of big business is for masses, not for few as tenured USA professors would teach.

          • First Last

            Apple affordable? Wow you must be well paid!

          • Macstevef7fguard_tlk

            Quality is always a much better value.

  • Anonymous

    Someone mentioned this elsewhere but I think Apple should air this commercial with a nod to the captain at the end.

    • Anonymous

      I don’t think they will.  I think at Apple’s core they’re a company that moves forward.  I’m sure they will do something that’s touching and moving and – most importantly – different.

      • Anonymous

        Well, Apple did redo the original Apple ad, with the woman hammer thrower wearing an iPod for a MWSF keynote one year.

  • @holamau

    Goose bumps. I will miss that crazy dude, our quintessential pitchman.

    I’ve been a Mac convert for a bit over six years. I have never looked back.

    Thanks for posting this Jim.

    • Howard Evans

      I’ve been a convert since 1985. My first computer was a Commodore 128 the year before, a marvel of sorts because it actually displayed a full line of printed type in one line on the monitor. Since then, I’ve had six Macs and a SuperMac clone.


      In 1985 our union local was looking for two computers to run our finances and type our grievances, and, I hoped, layout our monthly newspaper. We looked at half a dozen computers and then a Mac Plus. It didn’t even look like a computer. The screen was inside the computer. It had this odd little device called a mouse that opened files with two clicks – no command lines using punctuation marks accessible only with the option key. No evenly spaced, badly formed, squarish white letters on a green or blue screen. Black letters on a white screen and – oh my God – serif fonts, sans-serif fonts, typewriter fonts, bolds, italics, outlines, shadows or any combination thereof, scalable from 8 to 120 points. And no funny marks to show where different type started and ended, but a screen that displayed the actual font, that showed you what the printed version would look like. Then the salesman showed us PageMaker and I think I wet myself.


      That was Steve Jobs’ secret. He wasn’t designing computers for people who just wanted to type letters or print a list of their records and video tapes, or industrial efficiency experts, or geeks to spend evenings and weekends dismantling to add features they’d never use and only another geek would care about, or posers who just wanted it next to their desk so people would think they were tech savvy.


      He wanted to build computers that you’d want to use and could use – now, not after six months of classes and a fifty percent increase in your vocabulary. Magic machines to organize your work, do things easier, do useful things you’d never thought of before and express yourself in ways you never dreamed possible. Steve Jobs’ three visions were that computers had to be useful and usable, that form is part of function, and that better beats cheaper every time.


      And, just for the record, Bill Gates played a big part in that vision. Woz designed the hardware but Bill designed the key apps that made the first Macs the technological miracle they were. I wish there was somewhere you could go and try out the word processing and spreadsheet programs on a Commodore 128 and then Microsoft Word 1.0 and Excel 1.0 on a Mac Plus. Microsoft Office has come a long way, but it’s still a matter of degrees. The difference between the first Macs and everything before them wasn’t even a difference of kind, it was a paradigm shift.


      If I’d told someone in 1981 what computers and their technological offspring would look like and what they’d do in 2011, I’d have spent time in a rubber room. Steve Wozniak, Bill Gates, Gordon Moore, Larry Ellison, Larry Page, Steve Zuckerman and lots of others played major roles in the revolution of the last three decades. But Steve Jobs was the one and only essential component. Don’t ever believe that his skills as a pitchman were anything more than collateral entertainment. It was what he was pitching that made Apple the gold standard for all the electronic marvels he envisioned and led talented people to build. 

  • I agree that Apple’s mentality is to continue to move ahead, but I think this piece transcends that and actually may be a simple, perfect tribute to the man.

  • That’s the most choked up I’ve been throughout this time since he died. What a wonderful legacy. He was a man who was as close to having it all as I can think of. And I’m not talking about the money or the acclaim or the power. It was his family. That he was able to do right by them as well as be all he was. That’s his greatest legacy.

  • thank you!

  • Anonymous

    My office became a little bit dusty watching this…

    There is a version (not official of course) called Think Different 2007 with Steve and Woz at the end. http://www.youtube.com/watch?v=YHineBZTpNw

  • An eloquent epitaph

  • Jon T


  • Very nicely done.

    I remember when I was 6 years old, coming home from school one lunchtime to find my mother sobbing at the kitchen table. I asked her what was wrong. 

    ‘Elvis has died’ she said.  In my six year old, logical head, I couldn’t understand why you would get so upset at the passing of someone you had never met.I now understand. Rest in Peace Steve.

  • Deb

    My all-time favorite Apple ad.  Now every time I see it, I tear up.

  • Anonymous

    Best commencement speech ever (Stanford 2005 – Look it up on Youtube).  Watch it every couple of months for inspiration.  Remembering him as the person he was, not for his accomplishments (iPhone, Ipad, etc.).  Great man, great inspiration.  “Stay Hungry, Stay Foolish”. 


    Mike W

  • Anonymous

    A mystical mixture of humanism, human potentials and crass capitalism

  • Roger

    RIP Steve!!

  • Dave Pentecost

    I’d differ on the crass capitalism assessment. Apple is probably the best embodiment of capitalism that we’ve seen. If you believe all capitalism is crass, that’s another story.

    • somethingmissing

      And a pretty crass story, at that.

    • Not to split hairs but, what? Just because they ended up making a lot of money, doesn’t make them a perfect example of Capitalist efficiency. Capitalism at it’s core is about buying up tons of land/capital and extracting rent, not plunging into R&D during recessions and venturing into wacky designs like the friggin’ Bondi Blue iMac or the Cube, or the iPod.

      Apple went against almost every MBA rule in its zany history, took ridiculous bets (like the Apple Store) that every Business Prof in the country told them not to. They’re artists and hippies. If they listened to the businessmen, they’d have thrown it all away decades ago, and loaded Windows on ’em.

  • Kelvinyoungs

    Apple should run this – adding Steve on the end – fantastic!

  • Duke Geren

    Does anybody know if this was ever aired or was it only the one narrated by Richard Dreyfuss?  Steve’s version has way more impact and emotion. Miss you already Steve!

  • Geomssi

    I would love to have a run as “pitchman”.  Genius comes in many forms…..so does talant.  They are not the same but the talent can inspire genius and the cycle will continue.  It will always be people, and the right people create new standards.

  • “SENSEI…The One and Only.”